eva couto
Letterer & Graphic Designer
Was it difficult for you to start your career as a designer? Why?
Right after finishing my degree in Communication Design, trying to find paid opportunities was very hard. And I believe this is a reality most recent grads experience nowadays. There were some unpaid internships available, but even those usually required +2 years of experience. My first paid job was as an intern in the Marketing Department for a 5-star hotel for which I earned 3,6€ per hour. I only lasted there for 2 months and then decided to go fulltime freelancer. That had its own difficulties, but those were mainly mindset related.
During your career, did you ever feel you had to make decisions that you think if you were a man you would not have to even consider?
I don’t believe I have. Even in my short corporate experience, things like uniforms and dress codes were mandatory for both women and men. As a freelancer, working from home, I have a lot of freedom as to how I work, the number of hours, my process, etc. so I don’t feel those constraints.
Do you think that the Design education (in terms of bibliography, case studies and references) is inclusive to female designers?
I remember the names and work of Ellen Lupton, Paula Scher & Jessica Walsh from when I was in college. Maybe the references weren’t exactly 50/50 but I didn’t feel like women were being purposefully excluded.
There seems to exist a preference by women to work as freelancers or to create their own business. What motivated you to follow your path?
First of all, that’s one statistic I had no idea about and I find it quite surprising! Speaking for myself, I felt like I didn’t belong in the corporate world where, as an intern, I wasn’t supposed to have ideas, but execute the ideas of others even if I disagreed. I also don’t think creatives should be expected to be creative 24/7, as it isn’t possible, but a 9-5 makes you believe you should and then doubt all your abilities as a designer by making you print restaurant menus made in Powerpoint on the daily. As cliche as it sounds, I did it for the freedom: I now get to choose my projects & clients, when and how I work and I’m able to experiment and develop myself in ways I never could if I had stayed at that job.
In terms of influence, did you feel the presence of the female figure (in the Design History, academic or professional environment)? What designers inspire you?
Absolutely! Funny enough, I think my female design role models are/were so mainly due to their success as business owners, not necessarily their design style (which is wonderful nonetheless!) But as a woman, it’s super inspiring to see that it’s possible to be a CEO who makes 1 million dollars in a year 5 years after starting her company (talking about Joana Galvão, Founder of GIF Design Studios). She was my main role model in that aspect and she inspires & motivates me to do better and learn more every time, it’s a pleasure to know her!
Do you feel that society has any expectations regarding you as a female designer?
Because I have a letterer side to my business and design process, I feel like sometimes I’m expected to have a certain style (like floral illustrations and flourishes) and use certain colours. I’m a bold bright saturated colour person, but I know a lot of other female designers who have a much darker & moody style and I love how there’s diversity in that sense because clients truly have to choose the designer that best aligns with them!
What is your opinion about the female visibility and recognition in the graphic design area?
I’d love to see more women owning their businesses as powerful CEOs and not being afraid to talk about money. I’d love to see more female teachers in college in the design area (there are so many female students, why is there such a difference in numbers?). It’s a lot better now than it was some years ago, but there’s still room for improvement in academic recognition, publishing and overall reputation. Female designers are just as innovative as the male ones.
“I’d love to see more women owning their businesses as powerful CEOs and not being afraid to talk about money. I’d love to see more female teachers in college in the design area (there are so many female students, why is there such a difference in numbers?).” (Eva Couto, 2021)
eva couto
Letterer & Graphic Designer
Was it difficult for you to start your career as a designer? Why?
Right after finishing my degree in Communication Design, trying to find paid opportunities was very hard. And I believe this is a reality most recent grads experience nowadays. There were some unpaid internships available, but even those usually required +2 years of experience. My first paid job was as an intern in the Marketing Department for a 5-star hotel for which I earned 3,6€ per hour. I only lasted there for 2 months and then decided to go fulltime freelancer. That had its own difficulties, but those were mainly mindset related.
During your career, did you ever feel you had to make decisions that you think if you were a man you would not have to even consider?
I don’t believe I have. Even in my short corporate experience, things like uniforms and dress codes were mandatory for both women and men. As a freelancer, working from home, I have a lot of freedom as to how I work, the number of hours, my process, etc. so I don’t feel those constraints.
Do you think that the Design education (in terms of bibliography, case studies and references) is inclusive to female designers?
I remember the names and work of Ellen Lupton, Paula Scher & Jessica Walsh from when I was in college. Maybe the references weren’t exactly 50/50 but I didn’t feel like women were being purposefully excluded.
There seems to exist a preference by women to work as freelancers or to create their own business. What motivated you to follow your path?
First of all, that’s one statistic I had no idea about and I find it quite surprising! Speaking for myself, I felt like I didn’t belong in the corporate world where, as an intern, I wasn’t supposed to have ideas, but execute the ideas of others even if I disagreed. I also don’t think creatives should be expected to be creative 24/7, as it isn’t possible, but a 9-5 makes you believe you should and then doubt all your abilities as a designer by making you print restaurant menus made in Powerpoint on the daily. As cliche as it sounds, I did it for the freedom: I now get to choose my projects & clients, when and how I work and I’m able to experiment and develop myself in ways I never could if I had stayed at that job.
In terms of influence, did you feel the presence of the female figure (in the Design History, academic or professional environment)? What designers inspire you?
Absolutely! Funny enough, I think my female design role models are/were so mainly due to their success as business owners, not necessarily their design style (which is wonderful nonetheless!) But as a woman, it’s super inspiring to see that it’s possible to be a CEO who makes 1 million dollars in a year 5 years after starting her company (talking about Joana Galvão, Founder of GIF Design Studios). She was my main role model in that aspect and she inspires & motivates me to do better and learn more every time, it’s a pleasure to know her!
Do you feel that society has any expectations regarding you as a female designer?
Because I have a letterer side to my business and design process, I feel like sometimes I’m expected to have a certain style (like floral illustrations and flourishes) and use certain colours. I’m a bold bright saturated colour person, but I know a lot of other female designers who have a much darker & moody style and I love how there’s diversity in that sense because clients truly have to choose the designer that best aligns with them!
What is your opinion about the female visibility and recognition in the graphic design area?
I’d love to see more women owning their businesses as powerful CEOs and not being afraid to talk about money. I’d love to see more female teachers in college in the design area (there are so many female students, why is there such a difference in numbers?). It’s a lot better now than it was some years ago, but there’s still room for improvement in academic recognition, publishing and overall reputation. Female designers are just as innovative as the male ones.
“I’d love to see more women owning their businesses as powerful CEOs and not being afraid to talk about money. I’d love to see more female teachers in college in the design area (there are so many female students, why is there such a difference in numbers?).” (Eva Couto, 2021)